The average lifespan of a company has dropped from 61 years in 1958 to a mere 15 years today. This reduction in lifespan can be attributed to the demanding environment brands and businesses are operating in. It is getting harder and harder for a brand to stand out. Brands are not only (more and more) limited in the use of claims, they are also under increased time pressure. They are being copied faster than ever, with these replicas even outperforming the originals. In this fast-pacing environment, established brands are being kicked off the throne by new market entrees.
So how can a brand avoid its own zombification, where just like zombies you may think your brand is alive but in fact it’s been long dead? Many books have been written capturing marketing theories, frameworks and models on how to create future-proof brands. Yet this abundance of visions and beliefs often results in two types of scenarios. The first type consists of brands that paralyze, which do not know what to do and as such are almost waiting for their own grave to be dug. The second type are the brands that are switching around panicking; they change frameworks as soon as someone comes along sharing a new set of beliefs or visions.
Yet in this paradox of choice, focus is required. Marketing visions and models bring this focus to brands and marketers. They provide them with a framework as for the drivers to grow their brands and on the dimensions and key performance indicators they should use to measure brand strength. Brands need to choose and follow what we like to call a religion. Because just like the definition of religion, we believe that brands should use these frameworks to guide them in everything they do and follow this with great devotion.
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